EXPLAINING THE ROLE OF ORGANIZATIONAL CITIZENSHIP BEHAVIOR ON CUSTOMER BASED BRAND EQUITY

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

MAHMOUDI MAYMAND M.; HARANDI A.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2014 | Volume:9 | Issue:23 Page(s): 111-125

Download Full-Text

Persian Verion

View:

1,551

Download:

Cites:

Information Journal Paper

Title

EXPLAINING THE ROLE OF ORGANIZATIONAL CITIZENSHIP BEHAVIOR ON CUSTOMER BASED BRAND EQUITY

Author(s)

MAHMOUDI MAYMAND M. | HARANDI A. | Issue Writer Certificate

Keywords

ORGANIZATIONAL CITIZENSHIP BEHAVIORQ2

ALTRUISMQ2

COURTESYQ1

SPORTSMANSHIPQ2

CONSCIENTIOUSNESSQ2

CIVIC VIRTUEQ2

BRAND EQUITYQ2

BRAND IMAGEQ2

BRAND LOYALTYQ2

BRANCH AWARENESSQ2

PERCEIVED QUALITYQ2

Abstract

The ORGANIZATIONAL CITIZENSHIP BEHAVIOR, as the optional & intentional behaviors of employees, have considerable effect on the individual and organizational performance, placing the employees in a situation to perform some assignments beyond their occupational description and functions, one the one part the brand making topic as well as brand management have various fans nowadays in marketing world to the extend that making a popular powerful brand in the market is the goal of may organizations. The effects of expressing ORGANIZATIONAL CITIZENSHIP BEHAVIOR on the brand value and its dimensions as well, from the point of view of the customers in innovation model are reviewed in the current article. The data required for this research haven been collected by "Padideh Shandiz Chain Restaurants" guild union employees polling in connection with ORGANIZATIONAL CITIZENSHIP BEHAVIOR and on the customers' available nonrandom sampling basis in brand value section and in the form of a questionnaire. Podskoff and his colleagues questionnaire was used for evaluation of citizenship behavior, and the researcher questionnaire, designed based on Kim, Tang, Hawley and Aker studies, was used for evaluation of the brand value. This research is applicatory with surveying nature, structural equations method and Pls software are used for data analysis. The concluded results express that all the dimensions of ORGANIZATIONAL CITIZENSHIP BEHAVIORs have a positive meaningful effect on the brand value from the point of view of the customers.

Cites

No record.

References

Cite

APA: Copy

MAHMOUDI MAYMAND, M., & HARANDI, A.. (2014). EXPLAINING THE ROLE OF ORGANIZATIONAL CITIZENSHIP BEHAVIOR ON CUSTOMER BASED BRAND EQUITY. JOURNAL OF MARKETING MANAGEMENT, 9(23), 111-125. SID. https://sid.ir/paper/218868/en

Vancouver: Copy

MAHMOUDI MAYMAND M., HARANDI A.. EXPLAINING THE ROLE OF ORGANIZATIONAL CITIZENSHIP BEHAVIOR ON CUSTOMER BASED BRAND EQUITY. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2014;9(23):111-125. Available from: https://sid.ir/paper/218868/en

IEEE: Copy

M. MAHMOUDI MAYMAND, and A. HARANDI, “EXPLAINING THE ROLE OF ORGANIZATIONAL CITIZENSHIP BEHAVIOR ON CUSTOMER BASED BRAND EQUITY,” JOURNAL OF MARKETING MANAGEMENT, vol. 9, no. 23, pp. 111–125, 2014, [Online]. Available: https://sid.ir/paper/218868/en

Related Journal Papers